萬科房地產(chǎn)企業(yè)實施品牌戰(zhàn)略的探討.pdf

1、貴州大學(xué)碩士學(xué)位論文萬科房地產(chǎn)企業(yè)實施品牌戰(zhàn)略的探討姓名：屈志鋼申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：王禮全20061101貴州大學(xué)碩士學(xué)位論文AbstractWanke，beingaleadingbrandinournationalrealestateindustryhasmaderapidprogressinrecentyearswiththebackgroundofLargeMarka，Knownenterprise，F(xiàn)amo

2、usbrandIn2004，WankewashonoredwiththetitleofNationalRespectableRealEstateBrandEnterpriseIn2006，WankeWasawardedChineseModelRealEstateEnterpriseWankemaintainstheleadingroleinChineserealestateindustryWiththedevelopmentofbran

3、dWanke，someproblemsinthebrandstrategybeingmoreandmoreserious，namelyunclearbrandpositioning，lowlevelofbrandimage，productstrategywithoutpertinence，andsinglespreadingwayresnitinobstaclingWanke’SfurtherdevelopmentOnthebasiso

4、fthebrandidentitytheorybyDavidOgilvyandpositioningtheorybyJack，thisarticledoesresearchongeneralsituationofrealestateindustryconsumptionpsychologyofconsumers，andtherealestatebrand’Sscale，structure，image，personalitytrendan

5、dbrandstrategyThisarticleconductsanalysisonstrategyofbrandWankeinthecurrentphaseafterdiscussingandanalyzingthebrandstrategytrendandexistingproblemswitllfullunderstandingofrival’scompetitivestrategyandcombiningWanke’Sreso

6、urceFurthermore，itputsforwardsolutionsorcountermeasuresTheauthortriestobuildupsomestrategyofbeingaccurate—positioned，distinctivepersonalityrichconnotationandeffectivemarketing，particularlythroughtheprobeintoWankeposition

7、ing，WankepersonalityWankecorevalue，WankeidentityWankeextensionandspreadingWiththiseffort，theauthorhopeteachthelongtermstrategicgoalofWanke’SbeingsuperpowerfulenterprisebrandKeywords：industryanalysis，brandstrategycounterm